Portfolio Marketing

It’s more important than ever for B2B organizations to make sound strategic decisions. Yet if you ask each member of your executive leadership team how they define go-to-market strategy, you will likely get a different answer from each of them. Not only does this create confusion internally, but it’s also an inhibitor to growth, as […]

By investing in audience-centric practices, portfolio marketers can help their organizations be more efficient and effective, despite economic uncertainty.

Enticing plot, captivating characters, and spellbinding world-building all come to mind when we think about great TV shows. B2B marketers should take lessons from this when it comes to building and enabling effective messaging.

Marketers need to understand how their buyers are changing and enable their buyer-facing roles with key insights to gain competitive advantage and drive growth.

A few mind shifts can help portfolio marketers identify and capitalize on growth sources that they may have overlooked.

Join us next month in Austin to gain some hands-on experience in improving marketing, sales, and product alignment.

The war in the Ukraine is disrupting companies' go-to-market strategies and Portfolio Marketers need to adapt. This blog provides four things to consider.

Understanding key differences in the purchasing process will improve your marketing, sales, and product strategies.

Forrester’s B2B Summit North America is fast approaching. With the theme “Align, Advance, Accelerate,” this year’s event features sessions that will emphasize new research for portfolio marketers to lead their organizations to growth in a post-COVID world. Our analysts have identified four key areas that represent opportunities for portfolio marketers to deliver greater value to […]

In the 1950s, Dr. Lawrence Weed realized the inefficiency and inherent danger embedded within paper-based medical records. Paper-based medical records were a manual process that did not allow for or encourage a collaborative or holistic intake or diagnosis process, and thus, the electronic medical record (EMR) was born. EMRs allow for collaboration between all stakeholders […]

It’s important for organizations to unite around an audience-focused go-to-market strategy. To do this effectively, it’s imperative to get executive buy-in. CEOs have enough on their plates, so how can portfolio marketers get their attention? First, make sure your CEO knows that organizations that put the customer at the center of strategy, leadership, and operations – which Forrester calls customer-obsessed – grow revenue and profitability more than twice as fast as companies that don’t. Focusing on three things will convince your CEO that embracing an audience-focused go-to-market strategy is crucial for business.

Understanding how today's buyers gather information and being ready to educate and engage with them, wherever they are, is more important than ever.

To support the gathering of buyer, customer, and market insights, portfolio marketers must work with their marketing operations colleagues to determine the ideal technology. In her latest blog post for Forrester, Katie Fabiszak highlights her upcoming B2B Summit North America session with Barbara Winters.

When considering portfolio marketing’s role in enablement, take a revenue enablement approach to ensure that knowledge is delivered to the various teams that require it in the way they want to receive it, and delivered when they need it.

Why do so many new products fail? Our fast-thinking brains reject the novel in favor of the familiar. Good positioning capitalizes on fast thinking and making your offering feel familiar to buyers.

Forrester’s 2021 B2B Buying Study, with more than 950 respondents from around the world, reveals significant changes in buying behavior.

Even with the best intentions and C-level support, it is difficult to transform a B2B organization from having a product-centric to an audience-centric go-to-market strategy.

Forrester benchmark data shows that retained business accounts for the lion's share of company revenue. How well are you protecting that share?

As organizations prepare for 2021 and beyond, they need to focus on what matters most, which includes examining market trends and understanding buyer needs. Here are the five key actions portfolio marketers must take.